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Auto dealers that aim to sell an experience, not just a car or truck, can look to Morgan Auto Group for a road map.
The Tampa-based dealer, which surpassed $1 billion in sales volume in 2016, recently hired a Culinary Institute of America-trained chef. Not to sell cars, but the new top kitchen guru, Earl Weiss, was named head of two cafes the auto group runs. One is inside Sun Toyota in Holiday in Pasco County and the other inside Brandon Honda.
Weiss graduated with a degree in culinary arts from the Culinary Institute of America in New York in 1990. He was the banquet chef at Hawk's Cay Resort & Spa on Duck Cay in the Florida Keys, before being named the resort's executive chef in 2007, according to a statement. He was most recently the general manager of Timber Pines Country Club in Spring Hill.
Brandon Honda was the first Morgan Auto Group dealership to open a cafe, where it now serves made-to-order breakfasts, lunches, dinners, and all-day snacks and desserts. At Sun Toyota's Sunrise Cafe, guest services include preordering by phone, computer, mobile devices or a kiosk.
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